Kelly Hopping’s Post

My favorite thing about working in the martech space is that I get to speak to customers just like me everyday. As a marketing department, we run Demandbase on Demandbase, so I love the opportunity to share that user perspective as “customer zero" with other marketing leaders. 💡 Through those conversations, the number one question I get from CMOs is "what are the key barriers to implementing and successfully running an account-based GTM strategy?" (In other words, what mistakes will I make and how can I avoid them?) Here is my answer... Every B2B company should be running an account-based strategy. (GTM is the new ABM after all.) We just don't have the depth of resources to spray and pray. We need to focus on the right accounts with the right message at the right time. However, in order to maximize the impact of account-based on your pipeline and revenue growth, you must: 👉 Align your sales and marketing teams around the same target account list, which should be informed by intent signals and ICP definition. (This is also a great first step in driving sales and marketing alignment.) 👉 Integrate your ABM platform with the rest of your GTM tech stack. Connect it all together through APIs. The same actionable insights should be fueling your CRM, your outbound tools, your MAP, your CDP, and your account-based platform. 👉 Get sales to adopt your account-based GTM platform. Find a couple influential, rock star sellers to help integrate the ABM platform into their daily workflow. (Then they will tell their friends.) Sales adoption is the fastest way to see the full results of an Account-based strategy. Always happy to chat account-based strategies!